Gantner Floating Bra
Date1937
Object numberANMS0454[004]
NameMagazine clipping
MediumInk on paper
DimensionsOverall: 290 × 210 mm, 4 g
ClassificationsEphemera
Credit LineANMM Collection Gift from Dale O'Sullivan
DescriptionAn advertisment for Gantner and Mattern Company swimwear titled 'Gantner Floating Bra'. It features two photographs of "Jinx" Falkenberg ('Rinsing young Hollyood favourite') wearing a Ganter and Mattern swimsuit. Text below the images reads 'If you wear a bra in a formal you need floating bra on the beach!'.
HistoryGanter and Mattern was another knitted sportswear label to come out of California and branch out into producing swim wear during the early 20th century. The company was begun by John O. Gantner and Alfred Mattern, who had previously been employed with San Francisco based company Pfister Knitting. Despite being prolific women's swim wear manufacturers, Ganter and Mattern being famous for manufacturing and promoting the 'Wilkie', the first topless male swimsuit for men.
SignificanceThe early promotion of swimwear often had close associations with Hollywood actors. Companies such Ganter and Mattern used Hollywood actors and placed advertisements in fan magazines like this one, Photoplay.
1935
June 1936
